How WWE’s counter-programming can actually be a good thing for AEW
Last weekend, WWE counter-programmed AEW Double or Nothing with NXT Battleground, which shows how TKO truly feels about AEW. They’re doing the same thing in July by booking NXT Great American Bash against AEW All In. And, as predicted, the AEW “sickos” went on the attack and defended AEW with full force. But the way I see it, this whole strategy TKO is using right now could actually be a positive for AEW.
It’s an old motto, but competition has always been good—especially in the wrestling business—because the competitive nature of people pushes them to put on the best product possible to avoid being the show nobody talks about afterward.
Take last weekend, for example. I’m sure both shows would’ve been good even if they weren’t going head-to-head, but the fact that they did made Tony Khan and Shawn Michaels work even harder to make sure their shows stood out—and that’s exactly what happened.
Now, you might be asking: how is this a good thing for AEW when WWE offers a cheaper product? The answer is simple. If the word of mouth for the AEW pay-per-view is strong, fans who chose to watch the NXT show on Netflix or Peacock might be tempted to pay the $60 on Prime Video to watch the AEW replay. Honestly, that’s the best way to watch it anyway, considering how long those shows usually are. And if those fans like what they see on the PPV, they might start watching more AEW on television or on Max. That’s how AEW can slowly grow its fanbase.
So in my book, the fact that WWE thinks highly enough of AEW to compete with them directly should be seen as a positive, not a negative. It will push Tony to deliver a better overall product instead of just booking for the diehards. And if the product gets stronger word of mouth, more people might be tempted to check out a PPV or a TV show—ultimately benefiting AEW.